This time last year the ‘plastic bag’ movement was getting into full swing. Now, the hype is passing. Going green hit a high last season; now economic pressures have taken over. A new report by Ernst and Young suggests that as food prices rise, higher priced organic food will be shunned; whilst higher fuel prices show that giving up ‘combustion engine’ transport is neither popular or viable. Meanwhile the evidence on climate change is looking less and less consensual.

But that does not mean that organizations can go back to business as usual. There is seldom hype without good cause; a butterfly has fluttered its wings and changes are in motion.

The problem with greenwash is that it has been a bullying, hypocritical, bandwagon. Live Aid wrist bands were worn more as a ‘personality’ fashion statement, than out of a real passion to help Africa sort out it’s structural issues. But underneath it all there is still a need to think about our environment - just look at the state of China. There is still a need to save resources - Freecycle is a popular movement. There is still a need for companies to help combat social issues - obesity is real, and food education badly needed.

So, in your research find out both the ethical concerns and the everyday problems of your customers, and build your proposition accordingly - but be informative and be honest. There are still good ’solid’ reasons for people to buy organic food from local producers, cut down on plastic bag use, and walk more - it will save them money, declutter their houses, and help them lead healthier, longer lives. There are also major market segments very interested in doing something real to help others, and companies like outdoor clothing company Patagonia, provide an excellent service in raising awareness of global social and environmental issues.

Personal social responsibility never was and never will be hype.